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Why Radio Is About to Lose Digital Revenue
2-21-2013
Income is the biggest problem all radio broadcasters face. We need more of it. Our ears perk up at every opportunity that offers hope: You're always thinking, "Maybe this will be the idea that brings more cash into the coffers each quarter. If only we could find more income — income that would change the entire picture and dramatically alter the course of business." Here's some of what you will learn by taking two days out of your work year to attend Convergence next month
Fact: One idea can change the results for a business within 90 days. You've seen it happen in your market. A station makes a format change, adds an air talent, changes networks, comes up with a brilliant promotion, and 90 days later, they're selling more than ever before. It just takes the right solution for advertisers, one that no one else has.
Early bird registration deadline for Convergence ends Friday. The price increases from $595 per person to $795
Is there a 90-day solution to bring more income to your station? Found income that makes you the new star of your company? Income that puts meat on your bones and returns some of that much-needed budget money? Read on.
The New Holy Grail For Advertisers
How many advertisers have told you they no longer need traditional advertising because they can use Facebook, Twitter, and Instagram to communicate with their customers? How many have quietly moved their budgets to online solutions like Yahoo, Google, Yelp, directories, and other digital alternatives?
A Sea Change In Advertising
For two years in a row at Radio Ink's New York advertising conference, Forecast, the top advertising agencies in the world have have been given dictates NOT to buy television, radio, cable, or local print unless there is a deep digital solution as part of the buy. They are not asking for digital to be thrown in. They are saying that unless you offer creative digital solutions, you will no longer get their money. In fact, they say that television and radio broadcasters are best positioned for digital success because they have such strong relationships with the audience. The combination of broadcast with a strong digital offer is what will win business going forward.
Do You Truly Understand Digital Revenue?
Are you losing business you don't know you're losing? You can bet on it. One advertiser said that when broadcasters were asked to offer digital solutions, they came back with campaigns to run on station websites. This advertiser said broadcasters were so far off the mark that “it was embarrassing” and added, “If they don't get up to speed, they won't be getting the business anymore — until they can understand sophisticated digital solutions for clients.”
Generational Business Transfer
To make matters more challenging, it has been reported that there is a trend of business operations being transferred to the next generation — that is, to the first digital generation. These local business operators want digital, they want social networking, and, even with proof of effectiveness, they won't buy traditional media. This alarming trend is even more reason that radio managers must deeply understand the new demands of the digital world.
How To Get Up To Speed And Improve Digital Revenue Fast
Many broadcast managers are so consumed by staying ahead of corporate revenue demands and on top of operations that they have little time to learn, yet the world is about to pass them by. Without a strong digital understanding, they may continue to offer solutions advertisers don't want, and they'll stop getting their business.
In a little less than two weeks, there is a conference for broadcasters and advertisers only. It has been behind a digital revolution at the companies with the highest digital revenues, who send representatives year after year to fine tune their skills. Unlike a typical broadcasters' conference, the speakers and panelists include a high percentage of outsiders, from the high-tech firms that are changing media across America. You're learning from the people making the trends, rather than those following them.
Only Two Days Out Of The Office
The Convergence conference is designed for busy broadcast executives who want to be brought up to speed quickly on the latest trends. We cram the agenda full, so you'll leave with actionable ideas for immediate revenue, plus you'll have all the insight and information you need on the digital trends that matter today. As you know, what was important even just a year ago may not matter now — or it may be even more critical. You'll hear brilliant speakers from the tech world, people who will change how you think about digital media, and you'll know where your focus should be over the next 12 months to generate digital revenue. People fly in to Silicon Valley from all over the world to attend Convergence — a conference many attendees have called the best in the broadcast industry.
Click here for the complete Convergence agenda.
Convergence 2013 is March 4-5 at the Santa Clara Convention Center in Santa Clara, CA.
www.radioconvergence.com for more information
